remarkable three minutes, can become the main torchbearer Li Ning to create a company farewell Survival state, even beyond Nike historic turning point? Li Ning came. He was wearing a blue and white sweatshirt Li Ning, the body still has a gymnast as shapely and strong, in order to complete the main torch that within three minutes in the highly anticipated Beijing Olympic Games opening ceremony on the ignition, Continuous training of one month than he had before lean 10 kilos. & Nbsp; & nbsp; & nbsp; & nbsp; a few meters away, you will feel that he is a hard as iron, silent confident person. & nbsp; & nbsp; & nbsp; in China, few name players such as Li Ning, can evoke such a huge complex emotions but indescribable. That was the last generation of the entire Chinese people remember the 1980s: the hard-won victory of life of poor, and for the first time let the world amazing sense of pride. & nbsp; & nbsp; & nbsp; the photographer would like for him to shoot a few photos alone, Li Ning refused:. "No Zhang Zhiyong, I do not shoot, you'll never convince me" at the 1988 Seoul Olympics after losing , he chose to retire, and for a long time hidden outside people's attention. Even as its subsequent create chairman Li Ning Company Limited, he has refused to appear separately in the lens, be sure to wait until the arrival of Li Ning Company CEO Zhang Zhiyong. "Zhiyong responsible, serious and responsible, and not the lack of an international perspective." Li Ning "Global Entrepreneur" said. "We have been working together for 16 years."
Zhang Zhiyong appeared.
In the photographer's arrangement, he and Zhang Zhiyong stood together, occasionally changing the position, but always laughing.
"I'm always very stiff in front of the camera, not used to be perceived photography light shining in." Ning said. He tapped on the shoulder Zhang Zhiyong, "Zhiyong than my career."
Zhang Zhiyong, Li Ning smaller than 6 years old. This may be the Chinese enterprises in a rare combination. For a long time, Li Ning has very little say in the company's affairs, even business acquisitions such major decisions ?? "I'm just an action program." Ning said. The Li Ning Zhang Zhiyong is the company's actual operating decision maker, in the last 12 months, he launched the Chinese sports equipment manufacturer DHS acquisition, and entered into an exclusive franchise in China for 20 years with the Italian brand Lotto.
it i cheap foamposites s natural to ask, who is the protagonist of this company?
Li Ning, the answer is not important. "I do not think I have a business sense, you think I have?" He asked the reporter. He consciously retreated commercial background, and Zhang Zhiyong given a great deal of trust, which makes the business world in the common suspicion that the right to compete and intrigue story does not take place in the Li Ning companies. "Every successful global CEO know what they fit, if the company's development and does not match my ability, I will leave." Zhang also maintain a clear sense of their own position.
In the last five years, which the Chinese business community called relationship management portfolio to create the most simple of Li Ning Company also enjoy a new round of economic boom brought about by the consumption of high-speed growth. Li Ning, the company not only to maintain China's largest domestic sporting goods provider status, and compound annual revenue growth rate of 35.9%. Last year, the business scale of 4.35 billion yuan, much to Anta, Erke local competitors behind. In the first half of this year, operating income grew 60.3%.
For a long time so that Li Ning Company painful reality is that in addition to local operations equally adept at Anta, Erke continue to catch up, as well as from the Chinese market occupies a larger market share of Nike and Adidas oppression. In an interview with "Global Entrepreneur" interview, Zhang Zhiyong first revealed in 2004, Li Ning, the company has developed a secret plan: 15 years to surpass Nike in the Chinese market, regain the throne ?? Remember, positive from 2003 onwards, Li Ning maintained this leading position for nine years was Nike away.
And when Li Ning sky, lit the Beijing Olympic torch at the world's attention when, no doubt to give a great historic opportunity, Li Ning Company to achieve this ambition: it evokes the scenes not only the Chinese consumers Prince of Gymnastics brilliant record of past memories, more reminiscent of his creating this only 18-year-old Chinese sports brand. Gemag.com.cn readership surveys on site, up to 70.91 percent of voters think it is the business benefit most from the Olympics brand.
"to become a leading international brand does not depend on marketing." Said Li Ning ?? While this is likely to be a global business can not be replicated in the history of the classic case. But then, you will read the story may make you build confidence about the company: how it spared no effort to perfect every detail, how to break the routine management to conduct a thorough revolution, and how to become a person of a company influence extension force.
Self Revolution
A simple but directed at the core of the problem is that Li Ning Zhang Zhiyong himself ?? Or, how to learn?
Zhang Zhiyong will it summed up as "action learning": "Source business talent is constantly being 'hit' (competition)." As early as around 2003, namely Zhang realized that only the price of the product is no competition way out, which is the other local Chinese sports brand rise of primitive weapons, "their strategy is always the pursuit of lower costs, but such thinking is not cheap habit."
In 2003, the company owned by Li Ning's product line called varied, all-inclusive, which produces suits, ties, wallets, and even cosmetics and sales of these businesses accounted for more than the amount of the company's 15% . "The hardest part is to do strategic things away, even if they still make money." Zhang Zhiyong, the "Global Entrepreneur," said, but at that time, Li Ning jacket positive anomalies popular. As Peter Drucker said: the first principle of change throughout the organization is organized to give up yesterday. If a product, service, market and process, "there are still a few good days may be over," it is the right choice to abandon ?? We always overestimate the existing products will continue to linger on life.
market also sent a warning signal. In that year, Li Ning, the company's sales for the first time despite struggling to break through the $ 1 billion mark, reaching 1.276 billion yuan, but the market sector survey has shown that Nike has replaced Li Ning brand to become the new dominant industry. In fact, it has been 28 years of intensive cultivation in China has not been easy at the start of Nike, after the Asian financial crisis, it had a large-scale dumping of sports shoes, and even developed a price of just $ 15 sneakers. But it quickly adjust strategy to American culture as their selling point, this individualism, cool attitude to the core values ??to meet the Chinese new generation of consumers, it has come a long absence, success. In 2004, when Li Ning, even when the company's sales growth rate of over 30%, Adidas big step beyond it.
This makes the brand Li Ning, the company began to angle ?? rather than the product of t Retro jordans for sale he company's strategy to re-set. When in 2005, originally as the Li Ning Company's strong cash flow annual contribution KAPPA brand after full unbundling, Zhang Zhiyong will see it as a necessary release: "KAPPA is a business, not a strategy." It brings in sales, but help to enhance the Li Ning brand.
This choice of the road is becoming Zhang Zhiyong core business philosophy. Every Zhang abroad, will allow the Secretary of arrangements with international second-tier brands or garment industry bigwigs were met, his desire such opportunities for dialogue. In the past two years, he and almost all of the second-tier brands have been strategic contacts, also had the opportunity to acquisitions Italian brand FILA, but see the global agency which has been split to pieces, he gave up M proposition.
In Zhang Zhiyong opinion , in line with the strategic acquisitions should have several conditions: First, in line with the future direction of China's consumer market growth and demand, there is a difference of two attractive enough internal organizational resources can support, make product supply chain and marketing whether they have the ability to differentiate competitors, third after the investment, KPI (key performance indicators) to directly pay off, without the need for a large capital investment. "Do not consider the acquisition strategy makes no sense for the business away merger does not meet the needs of the Li Ning brand." Zhang Zhiyong said.
It is in this logic, Li Ning company acquired last year Shanghai Double Happiness, which has a stable market share in the Chinese table tennis and badminton equipment in the field, and brand recognition. "The key is to find a strategic incremental opportunity," Zhang Zhiyong said, "and have the ability to put a potential opportunity into a business opportunity." Table Tennis high penetration rate in China, and table tennis league is becoming an attractive Race, while transactions on its business model is gradually established. "The key is the size of the business to be able to match the size and movement, anything can be used to quantify the financial." Zhang said.
In his view, companies such as Li Ning, the Chinese enterprises to become the world's leading brands, its path is made backwards enterprise learning. After 2000, he led the team dedicated to Japan and South Korea this study is similar to Toyota management. Subsequently, he also asked Li Ning al cheap jordans for sale mens l suppliers must learn Toyota's advanced lean production model ?? let them cross were investigated, such as garment factory to see the shoe, to understand the advantages and disadvantages of each other; then went Toyota visit, to see how Toyota did; and finally, Li Ning hired experts to train them, let it seek a breakthrough point in equipment and management solutions.
The intention of this change is to reduce inventory upstream suppliers occupation of cash flow and maintain the market's rapid response capability. Previously, foundries processed garment parts mostly placed in big basket, and then delivered by hand to the next step, if a problem occurs, you need to check all of the goods; improved production lines and an increase of a half a meter wide , long used to transfer tens of garment parts of cargo units, respectively, with two pieces of cloth distribution stations and inspection stations, greatly reduced the production time line. The results of the implementation of effective management of change. Li Ning shoes foundry Yusheng company up to 80, the process required more than 300 footwear production time compressed into one hour, doubling the efficiency of the whole. Its foundry's clothing Yongda Garment Co. can complete all the processes including ironing, including within 40 minutes.
After the Asia-Pacific region the most developed of the three areas of retail in Japan, Singapore and Hong Kong to inspect, he proposed the establishment of a "market-sensitive supply chain." Zhang carefully studied the performance of competitors in the Japanese market, which is in Tokyo's Ginza, Shinjuku and Chiba store decor and products sold are completely different, this hierarchical differentiation positioning can rapidly enhance the level of a single shop effect. Zhang desired supply chain structure built was based on the future direction of the Japanese market and domestic market raised its core meaning is "Expenditure and Revenues, due to be moving," according to the market sensitivity, requiring a single store in the future some cycles understand what the market needs, and then consider the resources to match. In his view, a large supply chain is a great waste, and retailers have a very accurate foresight.
Zhang Zhiyong believe, all the tools, methods, if not using the organization, implementation of the strategy will not have good results. Zhang led a high-level list of issues are constantly dis Cheap air jordan 12 ovo cussed include: Li Ning Why successful? What the success of behavior? To respect what kind of culture? What culture are we not in? Similar strategic integration meeting in the first half of 2005 only met five times as much. "I am very resistant to risk, I never believed in miracles, do what I can do." Zhang told the "Global Entrepreneur."
Back to the origin
2004 years of a routine meeting, start and always seem the same, but when he was deputy general manager Li Ning products, Zhang Yan suddenly announced a major personnel appointments, the Li Ning shoes product design manager position to one as young as 25 years old, in his capacity as Product Specialist for less than young man named Jane Jie year.
last year had just returned from studying in Germany is not simply born designer, even a design will not draw more on marketing poorly understood, before familiarity with the sporting goods is also limited to personal interests: individuals have more than 200 pairs of limited edition shoes top favorites, visiting at least three times per week Li Ning store, stay on for at least two hours. And it called shoe-related "career" is nothing but a brief analysis of the data has done ?? As a mathematics student at Germany's largest sporting goods retailers, it was just a routine extracurricular internships Bale .
There is no doubt that this proposal was a lot of opposition, but Zhang Yan against all the odds. Jane is the role of firefighters brought to the foreground of ?? wound up, where his footwear sector is facing an unprecedented crisis, as the most profitable category sector, its contribution to the company's sales rate of less than 29%, professional basketball Footwear sales only a few tens of thousands of pairs, while the unit price will remain stagnant at around 160 yuan. Some designers leave, but left behind widespread demoralization, leisure time playing the game have in the office.
This all could not help but let Jane Jie worried. "After thinking it over, I decided to buy a video game, then play with them." Jane Jie recalled, so he gradually won the goodwill of the designers. Simply put some silent silent, different personality seen young design talent. Zhou Xiaofan just Jiarulining when the company was regarded as eccentric colleagues, with the likes of Japanese comics, hippie culture and famous, the most terrible is as a shoe designer, he actually functional design of the shoes have no in Cheap air jordans for sale terest, but in motion Life Products The design is simply genius. Now he is the chief designer of China's Lotto brand, "the designer is also a philosopher, a sociologist, a lot of these people to the pursuit of life, but the details of life, everything is difficult." Jane explained.
Jane then made a surprising decision, announced designers can work at home, you only need to attend to the meeting time. He then launched a design process, the design task down into individual steps, every designer to organize work according to the flow of energy and time, and then working her spare time, try to help the designer to relax.
Jane also made a bold move from ?? designer drawer, the paper box factory designs on almost all Li Ning Company history all sorted out internally organized a "Li Ning shoes history Retrospective. " This unprecedented exhibition soon attracted a great response, almost all of them are aware of the problem: Li Ning's design dating, if tear identity, can not contact you to see the brand products and between products.
Zhang Zhiyong encourage that to happen. In his opinion, this is Li Ning, the company must return to the origin: outstanding design. "To give consumers new products, I fear most is used to follow what others design trends." He said, "I am the most partial to the designer." In order to understand the thinking and behavior of young people, Zhang forced himself Look at fashion magazines, and often speaking to a public forum posts, while in the United States hired a one of the best in the industry's top designers act as a consultant, who bluntly criticized the Li Ning's products without a soul, "This is what I heard One of the most strident criticism to. "Zhang said.
Zhang Zhiyong, the design department to let other business units difficult to match the resources: large-scale recruitment plan, large budget expenditures and a relaxed working environment. The innovative ideas soon ?? a trip in Yunnan, designer Zheng first conceived of the "Flying A", this shoe subsequently obtained annual 2006 iF China Design Award. And another designer was found upstream of the characteristics of the process of anti-skid sandals, then draw lines sandals woven into the bottom of the shoes design, such unique products quickly won sympathy among young consumers.
Jane Jie Li Ning's design history with the fans. He tried to convince his colleagues, the pair appeared only in photos on shoes ?? Th Retro jordans for sale e resurrection was born in 1991 vintage edition shoes Li Ning Company has given almost brought disaster. In 1991, Li Ning company founded just one year on the footwear project start-up capital of only a few hundred thousand, of which 200,000 was used in the first paragraph shoes "001" development, but found the shoes at minus 20 in-house testing the risk of cracking the presence of the following, all products are destroyed completely. Jane strenuous hardships to find an original photo, and accordingly launched the first Chinese sports brand Li Ning 001 limited-edition ??. This shoe will soon caused a huge stir in the market.
historic opportunity
In any case, for any sporting goods providers, like this star-studded Olympic super race must be very heartbeat of the brand "showcase." Zhang Zhiyong still remember in 2004 he was ready to Dongsishitiao nearby hotel Beijing 2008 Olympic Games sponsor in the case of bids. To prevent leaks, starting at 30 minutes before departure, Zhang wrote the bid amount was trembling. Subsequently, Li Ning personally carrying a box containing bids walk ten minutes to go to the office of the Organizing Committee was located. This is an unprecedented adventure Li Ning made, when the company is not yet listed, just over 10 billion turnover, profits are insufficient billion. "We bet all his life." Zhang Zhiyong recalls.
However, the amount lost due to sponsor Adidas and lose official sponsor of the Beijing Olympic Games qualification, Li Ning, the company still found to play cards. It is not only the Chinese gymnastics, diving, table tennis, shooting and other long-term sponsor of the team, but also quickly signed Spain, Argentina men's basketball team. Li Ning Company and a cooperation agreement was later reached with CCTV-5, were generally regarded as clever marketing move: concept note for those who can only come through the TV screen viewers scores, they will host, clearly see the studio guests and photographed reporters clothing Li Ning's logo (of course, for the exigencies of the protection of the interests of official sponsors, the Li Ning's surprise tactics in fact not fully realized).
Zhang believe, though gold medalists are limited, but can be brought to the movement of resources is unlimited, the key is whether the financial inputs produce the maximum premium. To this end, Zhang described exhaust all possible ways, he hoped that the sponsorship target to ha cheap jordan shoes for men ve enough good athletic level and influence, but also fun. He prefers NBA star Shaquille O'Neal, in Zhang Zhiyong opinion, O'Neill has a prominent reputation, willing to help poor children, more importantly, he will be a show ?? O'Neal even further out of the five music albums, and " You can not stop rule "," respect "and full of personality named. Although O'Neal NBA's popularity in the past, and its own brand of sports shoes Dunkman not satisfactory sales in the United States, but for Li Ning company, this is an attractive opportunity. "With low prices Contact superstar together, which is very practical and cost-effective." Zhang Zhiyong said. Li Ning and O'Neal joint venture "LI-NING SHAQ" brand was a huge success, the series in terms of price with Nike and Adidas comparable.
In the name of Li Ning sponsored on the list, without exception, have the following conditions: the price is, but not particularly popular play, good enough exposure, there is potential. Iraq's soccer team also was once the object of their struggle, the country's football team suffered a war often have surprisingly good performance, and the public for its full sympathy, but eventually got the sponsor LG qualifications.
Ideal similar objects have the Spanish team. In 2003, Zhang Zhiyong chat with customers in Spain, the team learned that was not the world-class teams, and even had a 13-game losing streak plight. But ?????? to explore the potential of stocks only, the Spanish team in the World Basketball Championship, after three years in one fell swoop to win, and won the silver medal at the Beijing Olympics.
Management Zhang Zhiyong is the NBA and the world's top sports teams stationed senior sponsorship manager. Before his departure, will submit a report after intention rigorous calculation, including team exposure and advertising they commuted value, in order to test its sponsorship of rationality. After Zhang will weigh under a list: to be the upper limit of the contract price, as well as the latest signing time. In addition, all matters by subordinate solely responsible for the negotiations.
All of these sports resources, might not be worth a Olympic Games held in Beijing the importance of this local brand Li Ning. This will not only lead to those and stars have exactly the same clothing, shoes tide binge among consumers, but also is designed to show off their skills and enhance the brand influence of opportunity cheap jordans online .
Despite the loss of official sponsorship eligibility, but Li Ning, the company is determined on a sponsored several sports teams a go. Costume designer Han soft snow is China's women's gymnastics team competition surgeon who served. Early in the design, Han visited almost non-stop all the players, asking their views on the race suit design. This work is not easy, she can only rest time for athletes, but because the designers and athletes in different contexts, mutual understanding is not easy. "I prepared a big, thick notebook, always keep in mind the focus of the conversation recorded." Han said.
women's gymnastics team to participate in the competition, only six people, even if you count all the bench only 10 people, from a quantitative point of view, three game design clothes for everyone workload is not large, but it was not in this way. Soon, South Korea is facing a dilemma. Li Ning, the company provides more than 50 kinds of fabrics for the gymnastics team selection, has a smooth, flash chip, bright skin and other fabrics, but athletes do not like, they prefer a similar feeling satin velvet fabrics, and past use of polyester fabric Since no texture is eliminated. To this end, Li Ning company dedicated to the global material purchase, the last in France to find a suitable fabric, this full velvet fabric texture, can be printed at the top, it will not shrink color, crystal, etc. can also be garnish hot up. Last Korea designed more than 20 kinds of sample designs for gymnastics team selection, some of them rich, auspicious Chinese elements being sought. Han Li Ning additional design includes custom-designed one-signed star star shirt, including Li Xiaopeng, Yang Wei and Guo Jingjing, these special athletes embody individuality, and Li Ning brand products fit unprecedented, but also more difficult: Li Xiaopeng prefer fashion design, Yang is keen to highlight the individual all-around competition in the most perfect posture, and Guo Jingjing of gold texture of the clothing inscribed with the names of the athletes circular zipper impressed her teammate Wu Min Xia is to contain lavender small balloon fabric soft spot. Li Ning also provided for all sports teams sponsored a special gift: one pair of 001 Olympic limited edition sneakers, with its sole ancient Chinese calligraphy engraved on the sponsored sports teams and players names.
All of these painful but now seems trivial effort is worth cheap jordans for sale it. When the Chinese gymnastics team competition and won the replay over and over again on television screens, Li Ning's logo to consumers has left a deep impression.
And this China's largest sporting goods, when its founder, the torch hand engine like magician David? Copperfield, like running in the air and lit the main torch during the Beijing Olympic Games, no doubt in the world in front of billions of viewers a unprecedented premium advertising. And even before passing to the world scene in the Olympic opening ceremony, Li Ning in the Chinese consumer awareness of the Olympic and aspects of the business are hardly ever ?????? too much. In fact, market research firm R3, a survey showed that 45 percent of Chinese consumers mistakenly believe that Li Ning is an Olympic sponsor. for Zhang Zhiyong, this will be his attempt to make Li Ning brand in the world to conquer the best catalyst ambition. As a father, Zhang is most proud of is a child, he persuaded his son wearing Li Ning brand, but also launched to persuade his son who had only wear Nike or Adidas students, for which he and his son reached a deal : Li Ning, each one hundred dollars of goods sold, the son can get 20 dollars "kickbacks" from his father here. "My hands have earned from Dad thousands of dollars." The little man named "beep" the boy said. in the industry view, the fourth China western footwear international fair can be described as a result of the 5 years' development of China's western shoes. Covering an area of 2600 mu, China's western Shoes Capital Industrial Park is divided into two phases. A phase of the project has been completed last year. Now it is the construction of the two phase project. Relevant sources, at present in the two phase of the project planning land, there are more than 30 enterprises under construction, the construction area is expected to reach about 700000 square meters. In addition, the construction area of 25000 square meters of western shoes trading center two and business center also held a grand foundation.
groundbreaking ceremony
it is understood that at present, from the East, South and West (including local enterprises) more than 1300 related footwear industry settled Chinese western shoes, with an annual output of about 60000000 pairs of shoes, the output value reached 4 billion 570 million yuan, the more obvious things interactive trend of industrial transfer, but this is only the beginning.
Brazil footwear giant paramont settled China western shoe industrial garden ceremony in two, after the opening ceremony, officially launched covers an area of 120 acres, invested 160 million yuan to build 8 international standard shoe production line project. Of paramont Brazil multinational group, is Asia's largest leather shoes trading company, only a year to purchase all kinds of shoes and sports shoes Chinese value reached 350 million yuan. Prior to this, its supporting processing plants are located in Zhejiang and Guangdong and other Southeast china.
prior to media reports, the rising cost of Dongguan led to thousands of shoe factories closed switch, was brought to Chongqing business, was in Dongguan for the Brazil shoe giant paramont processing company supporting more than 20 shoe factory, recently quietly moved to China collective western shoes Bishan ready to play a game.
"East West interactive development more and more deeply, multinationals from the East West factory relocation, this is the signal transfer of a new round of southeast industry, which is the western shoes industry opportunities and with abundant labor resources, strong industrial base, as well as supporting the market strong the China western shoe enterprise cooperation model has the ability to undertake the transfer of production capacity for shoes, brand shoes in the vast space and provide development platform."
Chongqing Bishan county to be said Chinese western shoes will strive to create four platforms: sales platform for domestic and international enterprises, Eastern Europe and other overseas enterprises to invest in the platform, international and domestic leather production technology research and development platform, domestic and international leather industry production and sales personnel and information exchange exchange platform.
internationalization is obvious) the Brazil textile Retailers Association (Abeim) recently announced that lifting import duties on textiles and shoes from 20% to 35% would mean a rise in commodity prices for Brazil consumers. Brazil retailers want to sell home made clothing, but the country's textile industry lacks advanced production technology, and quality clothing has to be imported from abroad.
the association consists of 7 major retail chain stores in the country; these chain stores are sold from 8-10% imports, including clothing jackets, knitwear and synthetic fiber clothing. Mandel, President of the association, said the government's move would hurt the interests of lower and lower consumers, as stores would have to import textiles that were not produced domestically.
28 this month, members of Mercosur Council will consider the tax increase, because Argentina has import tariffs will increase to 35%, then the measures will not be difficult to get through and to take effect July 1st.
according to the Brazil Industrial Marketing Research Institute (Iemi) released data, since 2003, imports increased 3.5 times in 2006 2006, Brazil textile imports 37 thousand tons, an amount of $347 million, accounted for 3.4% of the total domestic consumption and the total sales amount of 1.4%. 53% of Brazil's imports of textiles come from China and 8.4% from India.
(Editor: admin) Nike the sport brand that has always advertised itself as fundamentally "serving athletes," but its search in the street culture has never stopped. Now, Nike , it caught everyone's attention again. This pair is named Swoosh Hunter shoes are about to meet with the consumer; this is a pair of "high street" style shoes. Huge magic stickers, no shoelaces, stretch design, simple lines of uppers, and a sense of modeling midsole, and so on, so that these shoes become Hi-Street the popularity of the new election. It is reported that the shoes will be in Australia shoes shop on sale.
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